tag:blogger.com,1999:blog-81570871396330936902024-03-14T02:27:42.617-07:00DD+D/a theater-based design teamDD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.comBlogger65125tag:blogger.com,1999:blog-8157087139633093690.post-36794760250229461942013-10-30T16:27:00.002-07:002013-10-31T14:56:29.431-07:00DD+D Returns to Helsinki Finland!<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4_QWTTOdOXxvvNQWfcN89IKiuVuapyUbvW3UEiN5cX-wTb8XmzbQwGIYiZtsMkeIjVdlPBg0Aly87iMXIRDwTa9g76X-FZRBFroEOIfiNc-wWtw4wEAzl8mjdn1OoPIRbmwxeQzrhPDE/s1600/Finland+Tekes+2+.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4_QWTTOdOXxvvNQWfcN89IKiuVuapyUbvW3UEiN5cX-wTb8XmzbQwGIYiZtsMkeIjVdlPBg0Aly87iMXIRDwTa9g76X-FZRBFroEOIfiNc-wWtw4wEAzl8mjdn1OoPIRbmwxeQzrhPDE/s320/Finland+Tekes+2+.jpg" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhYqkSoEwfMRROG4zdxWF3ri4aRnn1vcKXZYs4kn-K2VGP7jU60Hlq72l3TBd0fVCiHXyMg5bzhlQtSeTx1B1g5Ra5FZrULHDyKVXMrdqxXZ4UXVZDmNpGQIRvZFh28gsKK0RwikAu9pco/s1600/Tekes.bmp" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="94" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhYqkSoEwfMRROG4zdxWF3ri4aRnn1vcKXZYs4kn-K2VGP7jU60Hlq72l3TBd0fVCiHXyMg5bzhlQtSeTx1B1g5Ra5FZrULHDyKVXMrdqxXZ4UXVZDmNpGQIRvZFh28gsKK0RwikAu9pco/s320/Tekes.bmp" width="320" /></a>Byron was invited back to Helsinki by Tekes, the Finnish funding agency for innovation and technology for Finland. He presented "Does Employee Engagement = Customer Satisfaction?" for the Creating Creative Business Conference at the historic Alexander Theatre.<br />
Here is a<a href="http://www.tekes.fi/nyt/uutiset-2013/serve-uutisia/uutta-luovaa-bisnesta-1610-taiteen-kautta-aitoa-asiakasymmarrysta/"> link</a> to an article on the event<br />
More to come on this soon!<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgTJJ3C05NzPbBFgTSQflnBYzHY_hyOnkUdvyK8D0gGoPWkyWUmxyp1rIyWagWClDamGMZ1y71_RzSMCmN6GnP3KEF8cFemajIZ35-s0mllzs9xVIeGPX2luTo_Z6KJWlVF2LW5Fp43be8/s1600/Tekes+CNCB+Web+1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="227" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgTJJ3C05NzPbBFgTSQflnBYzHY_hyOnkUdvyK8D0gGoPWkyWUmxyp1rIyWagWClDamGMZ1y71_RzSMCmN6GnP3KEF8cFemajIZ35-s0mllzs9xVIeGPX2luTo_Z6KJWlVF2LW5Fp43be8/s320/Tekes+CNCB+Web+1.jpg" width="320" /></a></div>
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Byron also co-lead a Service Design class with Vesa Kantola at Aalto University's Urban Mill while in Helsinki.<br />
Here is our course description<br />
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<span style="font-family: inherit; font-size: 10.0pt; mso-ansi-language: EN-US; mso-fareast-language: SV-FI;">CSE-E6250 Digital Service Design, Course with
Varying Content<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: 10.0pt; mso-ansi-language: EN-US; mso-fareast-language: SV-FI;">3 ECTS<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: 10.0pt; mso-ansi-language: EN-US; mso-fareast-language: SV-FI;">October 14 – 18, Startup Sauna and Urban Mill<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: 10.0pt; mso-ansi-language: EN-US; mso-fareast-language: SV-FI;">Max number of participants: 10<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: 10.0pt; mso-ansi-language: EN-US; mso-fareast-language: SV-FI;">Intensive course on theatrical methods in user
centric service design<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: 10.0pt; mso-ansi-language: EN-US; mso-fareast-language: SV-FI;">Byron Stewart, Co-Founder and Artistic Director at
Dramatic Diversity/DD+D (Chicago, USA) will be visiting Finland in October and will
be hosting a course on emphatic service design using theatrical methods.<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: 10.0pt; mso-ansi-language: EN-US; mso-fareast-language: SV-FI;">The course will be arranged in co-operation with
the Urban Mill in Otaniemi. In the course students will learn how to various
methods to strengthen their empathy for the users of the service they create
and in this way design better services.<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: 10.0pt; mso-ansi-language: EN-US; mso-fareast-language: SV-FI;">The course is open for students of service design
at all Aalto Schools. You should be familiar with service design concepts and
methods and hence the course mainly targets 2<sup>nd</sup> year Master’s level
students. <o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: 10.0pt; mso-ansi-language: EN-US; mso-fareast-language: SV-FI;">In the course the students will we working on new
and innovative concepts for having lunch on the Aalto campus.<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: 10.0pt; mso-ansi-language: EN-US; mso-fareast-language: SV-FI;">Course program:<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: 10.0pt; mso-ansi-language: EN-US; mso-fareast-language: SV-FI;">Monday
14.10 16.15 – 18:00 Kick-off at Startup Sauna Backstage<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: 10.0pt; mso-ansi-language: EN-US; mso-fareast-language: SV-FI;">Tuesday
15.10 09:00 to <br />
Wednesday 16.10 18.00 Independent
group work: Lunch in a different culture<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: 10.0pt; mso-ansi-language: EN-US; mso-fareast-language: SV-FI;">Student teams should describe a lunch setting in an
other culture (eg. USA mall, arab market, French café, or similar)<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: 10.0pt; mso-ansi-language: EN-US; mso-fareast-language: SV-FI;">Wednesday 16.10 18:00 – 20:00 First presentation of
group work and Byron’s intro to the rest of the course <o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: 10.0pt; mso-ansi-language: EN-US; mso-fareast-language: SV-FI;">Thrusday
17.10 09.00 - 20.00 Full day workshop with Byron Stewart “A Lunch Hour
in Otaniemi Campus” <o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: 10.0pt; mso-ansi-language: EN-US; mso-fareast-language: SV-FI;">Design Empathy Introduction – Why is empathy
important to designers? Covers biases/assumptions. Review the Empathy framework
(Discovery Immersion, Connection, Detachment)<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: 10.0pt; mso-ansi-language: EN-US; mso-fareast-language: SV-FI;">Various excercises.<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: 10.0pt; mso-ansi-language: EN-US; mso-fareast-language: SV-FI;">Creating initial service design for lunch in
Otaniemi<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: 10.0pt; mso-ansi-language: EN-US; mso-fareast-language: SV-FI;">Friday 18.9 09.00 - 16.00 Full day workshop –
creating the <o:p></o:p></span></div>
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<div class="MsoNormal" style="margin: 0in 0in 0.0001pt 92.15pt;">
<span style="font-family: inherit; font-size: 10.0pt; mso-ansi-language: EN-US; mso-fareast-language: SV-FI;">Service design for lunch in Otaniemi, practical
exercises<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US;">For more information on the course,
contact Vesa Kantola.<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US;">To register for the course, send an
email with a short explanation (no more than ½ A4) to Vesa Kantola</span><br />
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<span style="font-family: inherit; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US;">Here are a few pictures from our class and the process -</span><br />
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DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-54659417988177659292013-09-29T17:01:00.001-07:002013-09-29T17:01:57.279-07:00DD+D Applies Improv for Scientists and Clinicians <div dir="ltr" style="text-align: left;" trbidi="on">
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As an instructor with Northwestern University's Ready, Set, Go (RSG) program, Byron had the opportunity to observe and meet the Alan Alda Center for Communicating Science (CCS) team at the University of Chicago this month.<br />
Northwestern's RSG program is based on the CCS program both with the goal of applying improv and theatre techniques to help improve the communication skills of scientists.<br />
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It was also Great to meet with actor Alan Alda and watch him work. Alda doing improv!<br />
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Byron also lead a Medical Improv session for the Diagnostic Error in Medicine Conference this month<br />
under the direction of Katie Watson, Northwestern University. Byron the led improv games; Attacker-Defender, Conducted Story, Doctor Know it All, New Choice, and Freeze Tag. Our goal was to show the clinician participants that the rules and games of improv can help when addressing diagnostic errors in medicine. It worked!<br />
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For info on<br />
Ready, Set,Go - http://www.rsg.northwestern.edu<br />
Alan Alda Center for Communicating Science - <a href="http://www.centerforcommunicatingscience.org/">http://www.centerforcommunicatingscience.org/</a><br />
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DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-68513400450487239302013-08-31T13:19:00.001-07:002013-08-31T13:19:27.544-07:00DD+D Performance Testing Workshop for DFA<div dir="ltr" style="text-align: left;" trbidi="on">
DD+D had the pleasure of returning to Northwestern University's Design for America (DFA) to present our <b>Design Empathy</b> and <b>Performance Testing workshop</b> this summer.<br />
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DFA's Summer Studio had three teams this year.<br />
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<b>DFA Design Briefs</b>:<br />
Team 1 - <b>Dementia </b>/Community Partner - Mather LifeWays<br />
Students aim to seek how to ease the emotional difficulties families face while caring for family<br />
members with dementia, and how design could reduce the frustration and other problems in<br />
caring for individuals with dementia.<br />
Design Question -How can we improve interactions between people with dementia and their family<br />
caregivers?<br />
<br />
Team 2 - <b>Literacy </b>/Community Partner -Evanston Public Library<br />
Students aim to help preschool children in low-income neighborhoods find ways to increase their literacy level.<br />
Design Question - How can we encourage elementary school children to maintain interest in reading over<br />
the summer?<br />
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Team 3 - <b>Homelessness</b>/ Community Partner - StandUp for Kids<br />
Students aim to help homeless and at-risk youth in urban areas.<br />
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DD+D , three weeks ago,presented our Design Empathy workshop to prep designers for the research phase. We returned this week for the Performance Testing workshop after the teams had developed their first prototypes. The teams had not yet presented their solutions to their community clients.<br />
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<b>Team Solutions 1st round:</b><br />
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<span style="background-color: white; font-family: Times, Times New Roman, serif;">Dementia Team - is working on a way to help patients find the "three things" that</span><br />
<span style="background-color: white; font-family: Times, Times New Roman, serif;">make them happy.</span><br />
<span style="background-color: white; font-family: Times, Times New Roman, serif;">Homeless Team - is working on pockets/ wearable items to hide ids/ credit cards to</span><br />
<span style="background-color: white; font-family: Times, Times New Roman, serif;">keep them from being stolen.</span><br />
<span style="background-color: white; font-family: Times, Times New Roman, serif;">Literacy Team - has a variety of games/ activities to learn vocab when eating or</span><br />
<span style="background-color: white; font-family: Times, Times New Roman, serif;">in the car.</span><br />
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<b>Designer's Feedback on Performance Testing Workshop :</b><br />
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"The workshop made me reevaluate our prototypes in order that our product might best be used by the primary and secondary users."<br />
<br />
"Writing personas is one thing-But having to live it out is a lot more useful in understanding<br />
how our solutions fit in lives."<br />
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"Thanks for the hard questions."<br />
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"The workshop helped break down different phases of both the problem & solution."<br />
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"It helped to step into a role to see if the conversation we are trying to facilitate felt "right" or plausible."<br />
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"Got us to look at distribution, interactions and motivations of our users- where we can integrate and change behavior."<br />
"Acting = fun+ interactive - more helpful to see and think about process rather than to hear a presentation."<br />
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"Taking a step into the shoes of a user offered a lot of good feedback that would go unregulated otherwise."<br />
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DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-7206496286664583722013-07-31T09:09:00.000-07:002013-07-31T09:09:04.745-07:00A Lesson in Empathy Video<div dir="ltr" style="text-align: left;" trbidi="on">
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<iframe allowfullscreen="" frameborder="0" height="360" src="http://www.youtube.com/embed/cDDWvj_q-o8?feature=player_detailpage" width="640"></iframe><br />
A Lesson in Empathy<br />
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Empathy is at the heart of design. Without the understanding of what others see, feel, and experience, design is a pointless task. When communicated as it is in this video, empathy can be truly inspirational. What the Cleveland Clinic movie reveals is the true scale and complexity of the challenge of understanding a complex social situation in order to design a system that supports many and various needs.
Think of this movie as a design brief. How would you design a hospital or health care system that helps and supports each of the people and their circumstances that you see here? How would you change the space, the roles that staff play, the type and manner in which patients receive information, the support systems around patients and staff?
How do you go about being inspired by empathy?</div>
DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-2046457381689634382013-06-28T12:09:00.002-07:002013-06-28T12:09:50.436-07:00DD+D Featured in Steve Portigal's New Book Interviewing Users<div dir="ltr" style="text-align: left;" trbidi="on">
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DD+D' s theatre-based Design Empathy workshop is referenced as a "Tip - work it out" is Steve Portigal's new book <a href="http://rosenfeldmedia.com/books/interviewing-users/"> Interviewing Users</a> published by Rosenfeld.<br />
Chapter two of this useful book (where you'll find DD+D p,16) talks about the importance of empathy and interviewing. Stressing the need for design researchers to check-in with their own biases and assumptions before hitting the field.<br />
This marks the second time that DD+D's work has been referenced in a book. The first being "Outside In" published by Forrester Research<br />
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<b>About the Book:</b><br />
<div style="background-color: white; border: 0px; font-family: 'Lucida Grande', 'Lucida Sans Unicode', arial, sans-serif; font-size: 13px; line-height: 1.8; margin-bottom: 1.5em; outline: 0px; padding: 0px; vertical-align: baseline;">
Interviewing is a foundational user research tool that people assume they already possess. Everyone can ask questions, right? Unfortunately, that's not the case. Interviewing Users provides invaluable interviewing techniques and tools that enable you to conduct informative interviews with anyone. You'll move from simply gathering data to uncovering powerful insights about people.</div>
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<em style="background-color: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Interviewing Users</em> will explain how to succeed with interviewing, including:</div>
<ul style="background-color: white; border: 0px; font-family: 'Lucida Grande', 'Lucida Sans Unicode', arial, sans-serif; font-size: 13px; line-height: 19px; list-style: none; margin: 1em 0px; outline: 0px; padding: 0px; vertical-align: baseline;">
<li style="background-image: url(http://rosenfeldmedia.com/ui/i/common/li.gif); background-position: 10px 8px; background-repeat: no-repeat no-repeat; border: 0px; line-height: 1.8; list-style: none; margin: 0px 0px 1em; outline: 0px; padding: 0px 0px 0px 25px; vertical-align: baseline;">Embracing how other people see the world</li>
<li style="background-image: url(http://rosenfeldmedia.com/ui/i/common/li.gif); background-position: 10px 8px; background-repeat: no-repeat no-repeat; border: 0px; line-height: 1.8; list-style: none; margin: 0px 0px 1em; outline: 0px; padding: 0px 0px 0px 25px; vertical-align: baseline;">Building rapport to create engaging and exciting interactions</li>
<li style="background-image: url(http://rosenfeldmedia.com/ui/i/common/li.gif); background-position: 10px 8px; background-repeat: no-repeat no-repeat; border: 0px; line-height: 1.8; list-style: none; margin: 0px 0px 1em; outline: 0px; padding: 0px 0px 0px 25px; vertical-align: baseline;">Listening in order to build rapport.</li>
</ul>
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With this book, Steve Portigal uses stories and examples from his 15 years of experience to show how interviewing can be incorporated into the design process, helping you learn the best and right information to inform and inspire your design.</div>
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DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-31131445357837042322013-05-28T16:02:00.000-07:002013-05-28T16:05:17.789-07:00"Strong Verbal Communication Skills A Must" - for IxDA Chicago<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: arial, helvetica, sans-serif;">DD+D had the pleasure of offering it's verbal communication skills workshop for designers for May's IxDA Chicago meeting.</span><br />
<span style="font-family: arial, helvetica, sans-serif;">Here are the details below including participant comments, pictures, and a link to </span><a href="http://ixdachicago.eventbrite.com/" style="font-family: arial, helvetica, sans-serif; font-size: medium;">registration</a><span style="font-family: arial, helvetica, sans-serif;"> </span><br />
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<span style="font-family: arial, helvetica, sans-serif;"><b>Workshop description:</b></span><br />
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<span style="font-family: arial, helvetica, sans-serif; font-size: small;">This
interactive workshop will apply theatre and improv techniques to help designers
improve their verbal and nonverbal communication skills. The ability to present
a design solution and communicate its merits on different levels in a way that
is understood by different audiences can be a differentiator in the
fast-changing and highly competitive industries in which design operates. This
small group session will allow for individual assessment and feedback. 20
participant limit. </span><br />
<br />
<span style="font-family: arial, helvetica, sans-serif; font-size: small;">Participants
are asked to prepare a 2 mins. talk on a design related /work related topic
please. For additional info contact byron@dramaticdiversity.com </span><br />
<br />
<span style="font-family: arial, helvetica, sans-serif;">Wednesday
May 15th. 2013, </span><span style="font-family: arial, helvetica, sans-serif;">5:30pm –
8:00pm</span><br />
<span style="font-family: arial, helvetica, sans-serif;"><br /></span>
<strong><span style="font-family: arial, helvetica, sans-serif;">Location</span></strong><br />
<span style="font-family: arial, helvetica, sans-serif;">Leo
Burnett </span><br />
<span style="font-family: arial, helvetica, sans-serif;">35
W.Wacker Dr.</span><br />
<span style="font-family: arial, helvetica, sans-serif;">Blue Room
31st. Fl.</span><br />
<span style="font-family: arial, helvetica, sans-serif;">Chicago, IL.
60601</span><br />
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<span style="font-family: arial, helvetica, sans-serif;">Fee
- $20 Non-refundable</span><br />
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<span class="description">
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<span style="font-family: arial, helvetica, sans-serif;">Instructor
: Byron Stewart</span><br />
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<b><span style="font-family: arial, helvetica, sans-serif;">Participant</span><span style="font-family: arial, helvetica, sans-serif;"> Comments:</span></b><br />
<span style="font-family: arial, helvetica, sans-serif;">"A great deal of good material was covered in a short time."</span><br />
<span style="font-family: arial, helvetica, sans-serif;">"Some great take aways"</span><br />
<span style="font-family: arial, helvetica, sans-serif;">"This could easily have been an all-day seminar"</span><br />
<span style="font-family: arial, helvetica, sans-serif;">"The active participation makes the tools immediately relevant and meaningful. I learned a lot from my fellow students a well."</span><br />
<span style="font-family: arial, helvetica, sans-serif;">"You are a great presenter!"</span><br />
<span style="font-family: arial, helvetica, sans-serif;">"The instructor provided clear critique and examples."</span><br />
<span style="font-family: arial, helvetica, sans-serif;">"Thought it was nice to refresh/polish my presentation skills."</span><br />
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DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-21254168059732859422013-04-27T15:55:00.000-07:002013-04-27T15:55:46.240-07:00DD+D Presents for the American Marketing Association of Chicago<div dir="ltr" style="text-align: left;" trbidi="on">
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<span class="field-content"><b>Marketing the Customer Experience: Balancing Technology and
the Human Touch</b></span> </div>
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<span class="field-content">Tuesday, April 30, 2013</span> </div>
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<span class="field-content">Catalyst Ranch, 656 W. Randolph St., 4th Floor - Jitterbug
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Join the Consumer Packaged Goods SIG on Tuesday, April 30th for a discussion
on how innovative marketers balance technology with the human touch in order to
create the best experience for their customers.<br />
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With consumers embracing smartphones and iPads in all aspects of their daily
lives, it’s not surprising that more and more service providers use the
technology to enhance the customer experience. At the same time, McDonald’s is
bringing together unlikely collaborators from the disciplines of theater and
design to help the world’s largest foodservice provider connect more personally
with customers.<br />
Our guest speakers will share their experiences and the innovative ideas
they’ve employed to measurably and positively impact the bottom line in consumer
services.<br />
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<strong>Key takeaways include insight into how:</strong><br />1. The design of
the consumer service experience can be as important as the design of the product
packaging for leading consumer brands.<br />2. Innovation in services marketing is
often a collaboration of unexpected partners.<br />3. Marketing and educating
employees is a critical driver to the success of new service offerings.<br />4.
The right combination of technology and marketing creates positive customer
experiences while the wrong mix can easily drive away customers.<br />5. Applying
marketing and design principles to track results and improve the customer
experience in a way that contributes to the bottom line is critical regardless
of which innovation path you choose for your services.<br />
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<strong>Event Agenda:</strong><br />5:30-6:00 pm - Networking and
Refreshments<br />6:00-7:00 pm - Presentation and Q&A<br />7:00-7:30 pm - More
Networking and Refreshments<br />
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<strong>Speakers: </strong></div>
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<strong><img alt="" src="http://www.chicagoama.org/sites/default/files/Jeff_Pollard.jpg" style="height: 82px; width: 82px;" /><br />Jeff Pollard</strong><br />
Director, Experience Design<br /><strong>McDonald’s USA
Corporation</strong></td>
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<span style="text-align: left;">As Director of Experience Design, Jeff employs human centered methodologies
to conceive and simulate how customers choose to experience McDonald’s in the
next 5-10 years. Jeff also helps the organization deliver better service
experiences today at more than 33,000 stores around the globe. A genuine
curiosity about people and technology and the ability to make connections gained
from user insights inspires Jeff and his team to dig deeper to deliver strategic
outcomes and generate excitement around new service initiatives. This ability to
motivate teams and clients ultimately leads to new service models and product
concepts that are actionable, brand building and help build the business.</span></div>
Jeff’s twenty years of experience in integrating design, consulting and
innovation has provided him the dexterity required to lead diverse teams and
drive change at leading professional service firms such as Doblin (now part of
Monitor), VSA Partners, Arthur Anderson, Ignition and most recently, McDonald’s
Corporation.<br />
Jeff holds a masters degree in Human Centered Design from the Institute of
Design, Illinois Institute of Technology in Chicago.<br />
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<img alt="" src="http://www.chicagoama.org/sites/default/files/Byron_Stewart.jpg" style="height: 82px; width: 82px;" /><br /><strong>Byron
Stewart</strong><br />
Owner/Theatre-based Consultant<br /><strong>Dramatic
Diversity/DD+D</strong></td>
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Byron is an actor, director, consultant, facilitator, presenter, and owner of
Dramatic Diversity/DD+D. For the past eleven years, Dramatic Diversity has
provided theatre-based corporate training and diversity & inclusion
consultation to many clients including BP/Amoco, Hyatt Hotels, Motorola,
Northern Trust Bank, Brookfield Zoo, Ohio State University, Northwestern
University, and PepsiCo.<br />
Byron has facilitated theatre-based product, service, and customer experience
design workshops for McDonald’s (US & Global), Critical Mass, Sears,
Walgreen’s, RTC, University of Chicago, DePaul University, Columbia College, and
for Northwestern University’s Design for America Fellows. Byron is a local
leader and presenter for Chicago’s Interaction Design Association (IxDA) and
coordinator of the Chicago Service Jam ‘11. He is a co-founder of the Service
Design Network Chicago. Articles on Byron’s workshops have been featured in the
UXmatters and Experience Matters online magazines. His article, “Call Me a Cab,
But First”, was published in the Service Design Network’s Touchpoint
Journal.<br />
Byron was a featured speaker for Arizona State University’s Compete Through
Service Symposium, World Design Capital Helsinki, Finland, IIT/ID’s Design
Research Conference, Service Design Network’s Global Conference, UXMasterclass
Conference, and DePaul University’s Continuing and Professional Education
Program. Byron is lead instructor of the Ready section of Northwestern
University’s STEM Communication Fellowship Program Ready, Set, Go.<br />
As a professional actor he has appeared at the Goodman, Northtlight, Court,
and Black Ensemble theatres and received a Jeff Citation, Black Theatre Alliance
Award, and an After Dark Award. He served as Artistic Director of A Real Read,
Chicago’s African American LGBT performance ensemble for five years. He has
co-starred in feature films and has done casting for award winning television
series. Byron received his BFA degree from Howard University in Washington
D.C.<br />
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<img alt="" src="http://www.chicagoama.org/sites/default/files/JClark_2013.jpg" style="height: 168px; width: 150px;" /><strong>Jay Clark</strong><br />
Director, Creative Services<br /><strong>Shared Marketing Services,
Inc.</strong></td>
<td valign="top">Jay leads the Creative Team and Media Personnel for the in-house
advertising agency of Shared Marketing Services, Inc. Jay is responsible for
creating strategic initiatives and executing targeted marketing to provide lift
for Fortune 500 clients and their channel partners. Jay also leads the
development of new tools and emerging vehicles for manufacturers and their
channel partners in new media.
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Shared Marketing Services is a full service, integrated marketing solutions
firm. For more than 25 years, Shared Marketing Services has worked with
multi-unit, franchised, retail, and dealer/distributor companies to help
optimize the ROI on their advertising spend. Their suite of online tools allows
centralized marketing departments the ability to control their brands,
messaging, and costs while providing local managers the flexibility to
creatively target their customers and prospects. All of the solutions are custom
tailored to clients' requirements.<br />
Jay is also partner and co-owner of SilverGrass Marketing, a company that
offers guidance and technical solutions to help manufacturers with data-driven
marketing and improved client
communications.</td></tr>
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DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-40781326998495479652013-03-24T10:37:00.000-07:002013-03-24T10:39:52.551-07:00Developing Ipad apps for Early Childhood Classrooms<div dir="ltr" style="text-align: left;" trbidi="on">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjklbKhSiQM-E8kN6GH7c6ojOiC_zH9fHniMtONVnqx-KtF05woRNa6XbmoBHnKUkaxY2eN1OPNrzoYCKSNQzKKXPYo1SHsBVclTBVHiBXYDrO4iuxkp4isVJMOTBigESNVdj6RNpNdY0c/s1600/Columbia+College.bmp" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjklbKhSiQM-E8kN6GH7c6ojOiC_zH9fHniMtONVnqx-KtF05woRNa6XbmoBHnKUkaxY2eN1OPNrzoYCKSNQzKKXPYo1SHsBVclTBVHiBXYDrO4iuxkp4isVJMOTBigESNVdj6RNpNdY0c/s1600/Columbia+College.bmp" /></a>DD+D was invited back, this month, to Columbia College's Visual Presentation class to deliver our Design Empathy workshop. The workshop was held at the Steelcase show room at the Mart.<br />
The design brief for the project required the student designers to create Ipad apps, and Ibooks for early childhood education teachers. Our goal was to help the student designers to empathize with the needs of all stakeholders including; teachers, young students. We created personas and acted out scenarios to understand the client's needs.<br />
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Here is the design brief, breakdown of project activities, and student designer feedback on DD+D session....<br />
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<b><span style="font-family: "Helvetica Neue"; font-size: 11.0pt;">DESIGN BRIEF: developing
Ipad apps for<a href="https://www.blogger.com/blogger.g?blogID=8157087139633093690" name="_GoBack"></a> early childhood classrooms<o:p></o:p></span></b></div>
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<span style="font-family: "Helvetica Neue"; font-size: 11.0pt;">New
opportunities are constantly opening up in the various educational environments
as digital technology and new media platforms emerge. In colleges and
universities we’ve been using virtual classroom tools (blackboard, skype,
basecamp, google docs, etc.) for more than 10 years to deliver material to
students both synchronously and asynchronously. In elementary, secondary, and
high school many of these tools are also used. However in the early childhood
environment where children are learning very rapidly to do so many things from
manipulating physical puzzles to developing crucial social skills, technology
has not been as vital or necessary. <o:p></o:p></span></div>
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<span style="font-family: "Helvetica Neue"; font-size: 11.0pt;">With
the increase and growing sophistication of mobile technology, earlier access by
more and more children, although certainly not all, and genuine curiosity with
the devices and the apps/games they afford, we are witnessing a paradigm shift
of technology down into the pre-school, kindergarten and early elementary
school years. This simple phenomenon when combined with the emergence of
intuitive authoring tools like Ibooks author and InDesign allow for educators
to develop teaching tools for the ipad that augment established books and other
support materials. The process can be fast and the results can be tested and refined
right in the classroom.<o:p></o:p></span></div>
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<span style="font-family: "Helvetica Neue"; font-size: 11.0pt;">As
product designers we are trained to be generalists and to explore emerging
opportunities like these through direct observation, interviews, and primary
research posted on line or in journals.
In this project we will be collaborating with Early Childhood Education
students to develop teaching scenarios for their classrooms. We will be using
many of the visualization skills from previous assignments as well as new ones
to develop scenarios that will lead to storyboards of interaction, and finally
tasks/games that can be quickly built and tested on an ipad using ibooks
author. The project will involve several stages and require
interaction/collaboration with the Early Childhood Education students led by
professor Mary Quest. Because the respective courses do not occur at the same
time the groups will be communicating as much as possible through a range of
cloud-based collaborative tools. <o:p></o:p></span></div>
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<b><span style="font-family: "Helvetica Neue"; font-size: 11.0pt;">INITIAL BREAKDOWN OF
ACTIVITIES:<o:p></o:p></span></b></div>
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<span style="font-family: "Helvetica Neue"; font-size: 11.0pt;">Task
1: Setup collaborative space<o:p></o:p></span></div>
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<span style="font-family: "Helvetica Neue"; font-size: 11.0pt;">Task
2: Review video documentation of
student teaching (before 3.18.13)<o:p></o:p></span></div>
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<span style="font-family: "Helvetica Neue"; font-size: 11.0pt;">Milestone
1: Develop initial
scenarios around a range of topics for review<o:p></o:p></span></div>
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<span style="font-family: "Helvetica Neue"; font-size: 11.0pt;">Task
3: Get feedback from
student teachers<o:p></o:p></span></div>
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<span style="font-family: "Helvetica Neue"; font-size: 11.0pt;"><b>Task
4: Bodystorming
workshop withh DD+D</b><o:p></o:p></span></div>
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<span style="font-family: "Helvetica Neue"; font-size: 11.0pt;">Milestone
2: Create storyboards to
define either existing problems or opportunities<o:p></o:p></span></div>
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<span style="font-family: "Helvetica Neue"; font-size: 11.0pt;">Task
5: Transform
storyboards into videos as communication tool (upload)<o:p></o:p></span></div>
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<span style="font-family: "Helvetica Neue"; font-size: 11.0pt;">Task
6: Get feedback and
refine scenarios.<o:p></o:p></span></div>
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<span style="font-family: "Helvetica Neue"; font-size: 11.0pt;">Milestone
3: Develop concepts for
testing using ibooks author and ipads.</span></div>
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<span style="font-family: "Helvetica Neue"; font-size: 11.0pt;"><b>Student designers' feedback</b></span></div>
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<span style="font-family: Helvetica Neue;"><span style="font-size: 11pt;">"It was nice working in groups and coming up with personas and </span><span style="font-size: 15px;">scenarios</span><span style="font-size: 11pt;"> to put </span><span style="font-size: 15px;">ourselves</span><span style="font-size: 11pt;"> in other people's shoes."</span></span></div>
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<span style="font-family: Helvetica Neue;"><span style="font-size: 11pt;">"It helped get us to visualize the process of research. Also, </span><span style="font-size: 15px;">really</span><span style="font-size: 11pt;"> getting involved with it </span><span style="font-size: 15px;">creates</span><span style="font-size: 11pt;"> a better understanding.</span></span></div>
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<span style="font-family: Helvetica Neue;"><span style="font-size: 11pt;">"Exploring where the teachers and students are coming from and </span><span style="font-size: 15px;">experiencing</span><span style="font-size: 11pt;"> was a great way to do research."</span></span></div>
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<span style="font-family: Helvetica Neue;"><span style="font-size: 11pt;">"The workshop helps encourage all to step out of their own </span><span style="font-size: 15px;">mind</span><span style="font-size: 11pt;"> and into an </span><span style="font-size: 15px;">empathetic</span><span style="font-size: 11pt;"> state."<o:p></o:p></span></span></div>
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<span style="font-family: Helvetica Neue;"><span style="font-size: 11pt;">"It was informative yet </span><span style="font-size: 15px;">entertaining</span><span style="font-size: 11pt;"> and engaging."</span></span></div>
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<span style="font-family: Helvetica Neue;"><span style="font-size: 11pt;">"A great work environment to work and learn"</span></span></div>
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<span style="font-family: Helvetica Neue;"><span style="font-size: 11pt;">"Today's session was very effective. Empathy can be difficult. It was very helpful to learn some theatre tools to help."</span></span></div>
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<span style="font-family: Helvetica Neue;"><span style="font-size: 11pt;">"It was </span><span style="font-size: 15px;">great</span><span style="font-size: 11pt;"> to warm up and take on the </span><span style="font-size: 15px;">empathy</span><span style="font-size: 11pt;"> </span><span style="font-size: 15px;">challenges</span><span style="font-size: 11pt;">. Stand up,sit down, moves my mind also body."</span></span></div>
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DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-61526353706378656412013-02-26T12:28:00.000-08:002013-02-26T12:28:54.717-08:00Information Design and Design Empathy <div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjrrSN_ybL1wHAoonRnZmk75pj4ebkgXq8w-JqIN7TY1H901KFsaa8q-DEkDWs8mcoz5cs5k1TsXrBOhkNfxNdZBaktbwu94p-w2BbBTbgI2DeWFteDE_M_DZDHcXUbcjL8I3m_i4e076c/s1600/Columbia+College.bmp" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjrrSN_ybL1wHAoonRnZmk75pj4ebkgXq8w-JqIN7TY1H901KFsaa8q-DEkDWs8mcoz5cs5k1TsXrBOhkNfxNdZBaktbwu94p-w2BbBTbgI2DeWFteDE_M_DZDHcXUbcjL8I3m_i4e076c/s1600/Columbia+College.bmp" /></a></div>
Byron was invited to present DD+D's <b>Design Empathy</b> workshop for the Information Design class at Columbia College this month.<br />
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<b>Course description</b>: This course teaches<br />
students the basic principles and practice of<br />
information design. Students investigate,<br />
design and test visual processes; develop<br />
information systems; map data; graph paths;<br />
and create interactive displays.<br />
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<b>General Information</b>: In this course students<br />
examine information design through the lens of<br />
<b>user-centered design</b> and design research<br />
methodology. They begin with a discussion<br />
of theory and practice of information design,<br />
and then are introduced to the concept of <b>“design </b><br />
<b>thinking.”</b> The focus of this class is how<br />
information is communicated through design.<br />
This is a broad definition of “design” and<br />
students learn the importance of understanding<br />
users, in order to ensure that products and<br />
services meet their needs.<br />
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<b>Here are pics from the class and participant feedback</b><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEicdbbM09mm72chBxpuV7Y5i2eDYm66jHqKZBX26cTLTegn9mJQCYhoG7u524uYOEviIUHT9M-lYxEa4eSFrxflA7VZXrqlJSLJI2bQKn2Z-LwphC8vMHA48WcNDcyrUxssc6ELnnOBIj8/s1600/CCID+Class+3.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEicdbbM09mm72chBxpuV7Y5i2eDYm66jHqKZBX26cTLTegn9mJQCYhoG7u524uYOEviIUHT9M-lYxEa4eSFrxflA7VZXrqlJSLJI2bQKn2Z-LwphC8vMHA48WcNDcyrUxssc6ELnnOBIj8/s320/CCID+Class+3.JPG" width="240" /></a></div>
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<b>Student feedback comments:</b><br />
"I actually enjoyed the handshake before class. To me, that was like taking time out to see me individually. Keep up the good work, you're funny!"<br />
"It was very interesting to learn about corporate examples of empathizing w/the user and the presentation was fun and interactive."<br />
"Byron, you have a wonderful gift of communication,"<br />
"Byron was very into teaching and speaking to the class."<br />
"It was entertaining and interactive, which allowed for information to be absorbed."<br />
"Created a really different way of viewing things,ideas and people."<br />
"It got blood flowing and gave a new perspective."<br />
"It helped me better understand the role of em path in design."<br />
" I usually don't enjoy interactive learning but I actually learned some valuable info about design."<br />
"Great speaker, kept me engaged throughout the presentation and shared knowledge effectively!"<br />
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DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-1948422466939652532013-01-29T14:10:00.001-08:002013-01-29T14:10:31.705-08:00ServLab and Service Theatre<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-size: 13.5pt;">DD+D recently discovered ServLab and we've been working on a partnership!</span></div>
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<span style="font-size: 13.5pt;">(New) Services are frequently
developed unsystematically and not sufficiently<b> </b></span><span style="font-size: 12pt;">conceptualized and tested. </span><br />
<span style="font-size: 12pt;">This challenge is addressed through the ServLab facility at the Fraunhofer
Institute for Industrial Engineering. It incorporates a stage for acting out </span><span style="font-size: small;">service scenarios and a large
virtual reality (VR) backdrop to simulate the servicescape. </span><br />
<span style="font-size: small;">In particular,
the ServLab makes it possible to test and </span>visualize<span style="font-size: small;"> new service concepts (using
VR), create an environment that is as close as possible to reality (e.g. by
playing back sounds or introducing odors and to rehearse the interaction
between customers and employees with the support of actors (service theatre).</span></div>
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<span style="font-size: small;">Here is a great example of how ServLab uses <b>Service Theatre</b> </span><br />
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<span style="font-size: small;"><iframe allowfullscreen="" frameborder="0" height="315" src="http://www.youtube.com/embed/MG8CtKQB6Cw" width="560"></iframe></span></div>
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DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-7274645035007980402012-12-20T12:01:00.000-08:002012-12-20T12:01:50.120-08:00DD+D is Featured in Outside In Book<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDRAGTFDdQwdqotvDldjTURbIFDi40yZtAzmg5UGcZszC2AXPqXCaVtp1qf_-okRVOYQmNRmNXpzk-uy2OOpgjYZ4Kv_JmumTvFXy4AZdEl-mwFCCd8GggaxysHjxK11nKO3ZMOKAzqwE/s1600/Outside+In+2.bmp" imageanchor="1" style="clear: left; cssfloat: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" nea="true" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDRAGTFDdQwdqotvDldjTURbIFDi40yZtAzmg5UGcZszC2AXPqXCaVtp1qf_-okRVOYQmNRmNXpzk-uy2OOpgjYZ4Kv_JmumTvFXy4AZdEl-mwFCCd8GggaxysHjxK11nKO3ZMOKAzqwE/s1600/Outside+In+2.bmp" /></a>DD+D work with McDonald's is featured in Foresster Research's latest book Outside In. p.111</div>
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The author's six disciplines of a mature customer experience organization provide a basis for the book. Each discipline is its own chapter covering:<br />
Strategy, Customer Understanding, Design Measurement, Governance, and Culture.<br />
It's a great read!<br />
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DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-74753960951733428562012-11-27T10:51:00.000-08:002012-11-27T10:51:34.443-08:00McDonald's and DD+D " Working Together"<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgbZL5UTQDzPmQyrN9sAt94x2nEpHt1vm_Z9sRm6ld-OXhCmFZkWFkPefN9XVxNAq7axq7eMFr4oUQk4hMpPnT7PY1CIQRiknoPF3sEuIgB6VaeVbs6j5R3m4jGYVo3TOLF9gGq7is1NTc/s1600/ASU+CSL.bmp" imageanchor="1" style="clear: left; cssfloat: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="170" rea="true" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgbZL5UTQDzPmQyrN9sAt94x2nEpHt1vm_Z9sRm6ld-OXhCmFZkWFkPefN9XVxNAq7axq7eMFr4oUQk4hMpPnT7PY1CIQRiknoPF3sEuIgB6VaeVbs6j5R3m4jGYVo3TOLF9gGq7is1NTc/s320/ASU+CSL.bmp" width="320" /></a>DD+D's Byron and Jeff Pollard, Director Experience Design for McDonald's global team presented, <br />
<strong>"Showing Customers (and Employees) We Care" , </strong><br />
at the 2012 Compete Through Service Symposium, at the Ritz-Carlton, Phoenix A.Z. this month.</div>
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For more info on this amazing Symposium - <a href="http://wpcarey.asu.edu/csl/symposium/index.cfm">Center for Service Leadership </a> at A.S.U W.P. Carey</div>
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<div style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none;">
<strong>The Presentation:"Showing Customers (and Employees) We Care" </strong></div>
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McDonald’s Chief Restaurant Officer has a favorite saying, “It’s not real until it’s real in the restaurant.” The path to making service experience real at McDonald’s has had many twists and turns and is still in its early days as a formal practice. We’re excited to share how service culture has been cultivated over the years at McDonald’s and how we’ve employed tools from the disciplines of theater and design and are collaborating with innovators in the service design community to have a positive impact on our business. And it wouldn’t be “real” if we didn’t have an embodied employee persona performance thrown in for good measure! </div>
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<strong>Symposium's Blog Post on our Presentation: </strong><br />
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Showing Customers (and Employees) We Care McDonald’s has worked hard to adopt a service innovation culture. They do this by utilizing a theatre of service design. They make service design real through brainstorming, modeling, and then simulation testing. They measure the value of service design changes and continue to move service design forward. With each new service design change, they get feedback from real employees on new innovations. </div>
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The Experience Design team started as three people in the customer experience division. The division utilizes a number of out-of-the-box methods to help employees continually improve the customer experience. </div>
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For example, employees go to an improv coach to learn different ways to greet the customer, give them their order, and generally interact with the customer.</div>
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Theatrical traditions are built upon sound principles and exercises that promote: </div>
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Empathy </div>
Communication <br />
Engagement <br />
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Trust </div>
Collaboration <br />
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Improvisation </div>
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The organization Dramatic Diversity + Design works with companies, including McDonald’s, on different aspects of the customer service experience: Design Empathy – What barriers do the designers have? How do we break through them? Bodystorming/Design Improvement – Try things out, see how they feel. Personas – Bringing customers and their everyday ‘data’ to life, rather than just on a piece of paper. Performance Testing – Does the product/service work the way we imagined it would? Making Products Considerate – what characteristics do we want this product to have? With these tools, McDonald’s designers and employees can ensure that they are delivering the very best customer service experience possible. For more information about Dramatic Diversity + Design, visit: <a href="http://www.ddplusd.com/">http://www.ddplusd.com</a> </div>
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The video below "Working Together" is an example of what we're helping McDonald's (US and Global teams ) work toward.</div>
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<strong>A great customer and Employee experience!</strong></div>
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<a href="http://youtu.be/kZCbvpJ4O6c">http://youtu.be/kZCbvpJ4O6c</a></div>
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Service design and employee cocreation </div>
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DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-61661330679923142862012-10-29T14:34:00.000-07:002012-10-29T14:34:05.062-07:00Packaging Design at Columbia College<div dir="ltr" style="text-align: left;" trbidi="on">
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Byron recently lead a Services Theatre and Branding workshop for <st1:place w:st="on"><st1:placename w:st="on">Columbia</st1:placename> <st1:placetype w:st="on">College</st1:placetype></st1:place>’s Packaging Design Class. <br />
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<strong>Packaging Design Class:</strong><br />
The primary goal of this course is to gain an understanding of the process of Packaging Design as it relates to both graphic and structure. All of the students projects are developed in the context of a brand (either new or existing) and are created to fulfill a user need or a specific marketing objective.<br />
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The students projects cover:<br />
<ul style="text-align: left;">
<li>Defining the problem</li>
<li>Understanding and defining the user</li>
<li>Understand their brand</li>
<li>And developing a design direction through a variety of methods - prototyping testing and design iterations</li>
</ul>
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The class was 4hrs. <br />
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The Services Theatre model develped by Dr. Raymond Fisk<br />
Dr. Stephen Grove and Dr. Mary Jo Bitner was used as the foundation of the workshop.<br />
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<strong>Here's what the students had to say about our Services Theatre approach:</strong><br />
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"It helped us understand our project more than just researching it."</div>
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" I really like how we went through different brands to compare them in their services"<br />
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"The exercises really enabled us to understand the barns and the consumer needs for the brand."</div>
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"The enthusiasm really kept my attention and kept me interested."<br />
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"It invited you to become a part of an interaction. It was entertaining and because of that , it made the information easier to absorb and remember."</div>
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"It was very helpful to hear the presentation the comparisons to theatre really helped me to see the situation of buying service or a product in a different light. Also the feedback after the acting section helped me see things that I was portraying about the brand subconsciously."<br />
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It's a good method to connect to the company and the client."<br />
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"Fun, interesting , and helpful!"<br />
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DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-72369991770801861112012-09-21T12:41:00.000-07:002012-09-21T12:41:28.723-07:00DD+D Published in Touchpoint Journal<div dir="ltr" style="text-align: left;" trbidi="on">
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My article, "Call Me a Cab! But first…” -- which discusses principles and techniques drawn from Method acting and diversity and inclusion training can benefit service designers.-- was published in the latest issue of the Service Design Network's Touchpoint Journal. <br />
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Touchpoint Vol. 4 No. 2 focuses on the connection between service design and the performing arts. Services and performing arts have many things in common: both are ephemeral, made up of processes, depend on people to fulfill a variety of tasks which add up to a bigger picture, and both are planned with the help of tools such as storyboards, scenarios and customer journeys... In this issue of Touchpoint the main goal is to have a look at those processes which can be applied or transferred from the one field on to the other.<br />
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Check out the preview and have a look at the cover and table of contents <a href="http://service-design-network.org/content/touchpoint-vol-4-no-2">here</a><br />
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DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-44858560619105589782012-08-30T11:36:00.000-07:002012-08-30T11:36:09.927-07:00Service Design and User Experience: Same or Different? <div dir="ltr" style="text-align: left;" trbidi="on">
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What are the differences and similarities between Service Design and User Experience?<br />
This video does an excellent job of answering this question.<br />
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<iframe allowfullscreen="allowfullscreen" frameborder="0" height="300" mozallowfullscreen="mozallowfullscreen" src="http://player.vimeo.com/video/23582440?title=0&byline=0&portrait=0" webkitallowfullscreen="webkitallowfullscreen" width="400"></iframe><br />
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http://vimeo.com/23582440</div>
DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-91844433116820636382012-07-31T12:33:00.000-07:002012-08-05T15:06:42.297-07:00Ready, Set, Go at Northwestern University<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhhOwEQcEoTfBqXBZNrYtvWlRwy_yEsu82ZCtAc9KHTcTYL8BBGR0BElPZJAU88be1CNMLuRBBNgeXRognQ-c9Wbw7XM6n3sQEtTYveDJ9d3-foLBQBkldAKqeXMfcwRmO0txNjFNzKIyc/s1600/NU.bmp" imageanchor="1" style="clear: left; cssfloat: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" eda="true" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhhOwEQcEoTfBqXBZNrYtvWlRwy_yEsu82ZCtAc9KHTcTYL8BBGR0BElPZJAU88be1CNMLuRBBNgeXRognQ-c9Wbw7XM6n3sQEtTYveDJ9d3-foLBQBkldAKqeXMfcwRmO0txNjFNzKIyc/s1600/NU.bmp" /></a>Byron taught the "Ready" sessions of this year's Ready, Set, Go program at Northwestern University .</div>
<b>Ready, Set, Go</b> is an intensive summer workshop designed to improve the oral communication and presentation skills of graduate students in science, technology, engineering and mathematics.<br />
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<b>Get Ready</b>: Build stage confidence through improv and theater.<br />
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<b>Get Set</b>: Learn to customize your research story for any audience.<br />
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<b>Go</b>: Showcase your skills in an interdisciplinary colloquium.<br />
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Here is a link to the <a href="http://www.tgs.northwestern.edu/prof-dev/RSG/index.html">NU program</a><br />
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The Northwestern program is modeled after a program originated by Stony Brook University's <a href="http://www.centerforcommunicatingscience.org/">Center for Communicating Science</a> where Alan Alda (Mash) ran the "Ready" section. <br />
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Here is a video of his work which I adapted for our program.<br />
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<b>Some of the feedback:</b><br />
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“Byron came to Northwestern University to work with graduate students as part of a professional development building program aimed at improving the communication skills of PhD scientists and researchers. Through group instruction and individual coaching, Byron's keen eye for details and humorous presentations enabled the class to both have a terrific time and gain valuable insight in the changes needed to improve their research presentations to a variety of audiences. All of the students surveyed stated how successful the sessions were, and how much fun they had - many doing so in a setting that was outside of their typical comfort zone. This only happened because Byron has such an engaging personality and talent for recognizing the small changes that individuals can make to vastly improve their stage presence and presentation skills. Byron is professional, fun, and an excellent teacher and coach. I highly recommend his work.”</div>
<em>Michelle Paulsen ·Program Director at Northwestern University </em><br />
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</div>DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-46185734168187845642012-05-17T07:47:00.002-07:002012-11-01T14:55:05.914-07:00DD+D Goes to Helsinki Finland!<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="color: #373737; font-family: Helvetica; font-size: 11.5pt; mso-fareast-font-family: 'MS Mincho'; mso-fareast-language: JA;"> Byron has been invited to present an interactive lecture as part of <a href="http://wdchelsinki2012.fi/en/wdc-helsinki-2012">World Design Capital Helsinki 2012 </a>events. The presentation is June 7th. 2012 in Helsinki. The presentation is titled,Theatre + Design.</span> <br />
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<span style="color: #373737; font-family: Helvetica; font-size: 11.5pt; mso-fareast-font-family: 'MS Mincho'; mso-fareast-language: JA;"><b>The audience</b> will be a mix of SME-small business owners, designers and improv actors from Helsinki's <span style="color: black; font-size: small;"><a href="http://stella-polaris.fi/english/">Stella Polaris</a> improv troupe. The actors will perform as part of the presentation.</span></span></div>
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<span style="color: #373737; font-family: Helvetica; font-size: 11.5pt; mso-fareast-font-family: 'MS Mincho'; mso-fareast-language: JA;">Here is the press release:</span></div>
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<span style="color: #373737; font-family: Helvetica; font-size: 11.5pt; mso-fareast-font-family: 'MS Mincho'; mso-fareast-language: JA;">The way we go about creating new products and services is changing.</span></div>
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<span style="color: #373737; font-family: Helvetica; font-size: 11.5pt; mso-fareast-font-family: 'MS Mincho'; mso-fareast-language: JA;">There is a move to focus on the customer-centric or human-centric aspects of design.</span></div>
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<span style="color: #373737; font-family: Helvetica; font-size: 11.5pt; mso-fareast-font-family: 'MS Mincho'; mso-fareast-language: JA;">This change, along with increasing complexity in available technologies and experiences, make it imperative that SMEs’ and designers have an empathetic perspective. <span style="mso-spacerun: yes;"> </span>Customers compare companies – no matter what industry they are in-against firms like Apple, Southwest Airlines, and Disney that are known for customer centricity. <span style="mso-spacerun: yes;"> </span>As a tool for modeling human interactions, theatre is inexpensive, fast and flexible. <span style="mso-spacerun: yes;"> </span>Theatrical techniques and acting methodology can help support building that empathetic perspective when infused into the design processes and aligned with business goals. <span style="mso-spacerun: yes;"> </span>The Theatre + Design lecture will review what’s needed for SME’s, design firms, and theatre + based design consultants to work together to create business value and great customer experiences. <span style="mso-spacerun: yes;"> </span></span><br />
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<span style="color: #373737; font-family: Helvetica;">Byron will also be a guest participant at the <a href="http://www.fenniaprize.fi/homepage">Fennia Awards</a> while he's in Finland.</span></div>
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<span style="color: #373737; font-family: Helvetica;">Here's a post presentation review and link more to come</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">“Byron is inspiring, endorsing and a true professional regarding the use of applied theatre in design thinking. He has a great personality and ability to encourage people to think out-of-the-box.”</span><span style="font-family: Arial, Helvetica, sans-serif;"> </span><span style="font-family: Arial, Helvetica, sans-serif;"><em>Merja Salonen Tekes Funding Agency, Helsinki Finland July 2, 2012</em></span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Tekes Link</span> <br />
<span style="color: #373737; font-family: Helvetica; font-size: 11.5pt; mso-fareast-font-family: 'MS Mincho'; mso-fareast-language: JA;"><span style="mso-spacerun: yes;"><a href="http://www.tekes.fi/en/community/News/482/News/1344?name=Using+theatre+methods+for+producing+better+design">http://www.tekes.fi/en/community/News/482/News/1344?name=Using+theatre+methods+for+producing+better+design</a></span></span><br />
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I had the opprotunity to meet Vessa Kantola while in Helsinki. Vessa has been a leader in the area of theatre and design.</div>
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DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-26210039446394551042012-04-13T14:28:00.007-07:002012-08-04T09:17:48.667-07:00Personas and Prototyping with IxDA Chicago<div dir="ltr" style="text-align: left;" trbidi="on">
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DD+D will be one of the speakers for this month's IxDA event -"Personas and Prototyping" at SymphonyIRI Group.<br />
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Here is the event description :</div>
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What makes a persona useful? What are your expectations for them, and how do you prepare your team so they function? How much research is enough? How many personas do you remember? Are some of them like stock photographs, and others like a Weegee news photo?<br />
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They are a waste of time & money if they are not memorable; your clients should be able to refer to them by name sooner and later.<br />
<b>Charles</b> will share some strategies & examples of paper personas that worked, <b>Byron</b> will talk about work with McDonald's and embodied personas and may demonstrate. <b>Shailesh </b>will talk about techniques he used to quickly understand the users of Air NewZealand's Economy SkyCouch.<br />
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<b>Event Speakers:</b><br />
Charles Field - Vice President of User Experience at Symphony IRI<br />
Byron Stewart - Owner Design Lead DD+D<br />
Shailesh Manga - Director User Centric<br />
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For more info <a href="http://www.ixdachicago.org/events/personas-and-prototyping">Personas and Prototyping IxDA</a>
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</div>DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-36231741527298941312012-03-10T17:08:00.002-08:002012-03-10T17:12:36.364-08:00Desgin The New Business<iframe height="300" src="http://player.vimeo.com/video/31678404?title=0&byline=0&portrait=0" frameborder="0" width="400"></iframe><br />Great video on design especially Service Design!<br />Please take a look and let me know what you think.<br />Is this possible is the U.S.?DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-28392109186557515522012-02-09T09:48:00.000-08:002012-02-09T10:05:13.904-08:00Chicago Service Jam '12 Registration is Now Open<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi5fQweFL-Adu6Z0GhF2AYzZVFWszoneeVTQo3jOO5DlVrmalrolyDULhQUAgx1z_wIXY2K95B0aOP895yuXCpRIV30Lx8F-k7U3vMZilTAQGk23TnF0hTRg1c54RTKiuKr3ZDyQ_z5lS0/s1600/Global_Service_Jam_logo_Chicago_FINAL_with_drop_shadow_2011_50_percent.jpg"><img id="BLOGGER_PHOTO_ID_5707196344343960354" style="FLOAT: left; MARGIN: 0px 10px 10px 0px; WIDTH: 320px; CURSOR: hand; HEIGHT: 109px" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi5fQweFL-Adu6Z0GhF2AYzZVFWszoneeVTQo3jOO5DlVrmalrolyDULhQUAgx1z_wIXY2K95B0aOP895yuXCpRIV30Lx8F-k7U3vMZilTAQGk23TnF0hTRg1c54RTKiuKr3ZDyQ_z5lS0/s320/Global_Service_Jam_logo_Chicago_FINAL_with_drop_shadow_2011_50_percent.jpg" border="0" /></a> DD+D will host the Chicago Service Jam again this year!<br /><strong>What's a Service Jam?<br /></strong><br />On Friday February 24th, people in nearly 50 cities around the world will be getting together over 48 hours for the second Global Service Jam. Working with a shared theme, we will design and rapid-prototype services. It will be a chance to learn more about service design and service design techniques… by ‘doing’. We’ll be uploading the results onto the Global Service Design HQ Hub… and all the designs will be presented to the world!<br /><br />The Chicago Service Design Jam Host Byron Stewart invites Chicago area non-profit professionals, designers, marketers, managers, researchers, creatives, entrepreneurs, academics, and students to participate in this global experience. Come work with and learn from our amazing Team of Design Coaches and from each other.<br /><br /><br /><strong>Want to learn more about Service Design?</strong><br /><br /><strong>Want to practice your service design skills?</strong><br /><br /><strong>Then this Jam is for you! </strong><br /><br /><strong><br />The Details<br />Dates:</strong> Friday, February 24th through Sunday, February 26th. 2012<br /><br /><strong>Time:</strong> Starting 5:30pm Friday, February 24th. until 4:00pm Sunday February 26th. 2012<br /><br /><strong>Host Location:</strong> We are proud to announce that Northwestern University’s Segal Design Institute and Design For America are sponsors for the Jam and will be providing our Jam space for the weekend.<br />The Jam will be on<br />Northwestern University’s Evanston Campus<br />Seabury Seminary<br />600 Haven St.<br />Evanston, IL. 60201<br /><br /><a href="http://chicagoservicejam.org/?page_id=10">Register Here Today! </a><br /><a href="http://www.chicagoservicejam.org/">http://www.chicagoservicejam.org/</a><br />Space for only 20 participants.<br /><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhc3cCWsHfviFAl1pC7ir1LbOYoKMq8QRJqoaQYoDV1-GeNWr7KSGjgTumhMxB3oUhqSiWx1cOAZTZrOM5z_G2HibXcaogCYaYq9m4urmTiuQ91mB3goZLMDIkLLYHNWPYSIhH139-z2xQ/s1600/DD%252BD-logo.png"><img id="BLOGGER_PHOTO_ID_5707197280724236002" style="FLOAT: left; MARGIN: 0px 10px 10px 0px; WIDTH: 165px; CURSOR: hand; HEIGHT: 104px" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhc3cCWsHfviFAl1pC7ir1LbOYoKMq8QRJqoaQYoDV1-GeNWr7KSGjgTumhMxB3oUhqSiWx1cOAZTZrOM5z_G2HibXcaogCYaYq9m4urmTiuQ91mB3goZLMDIkLLYHNWPYSIhH139-z2xQ/s320/DD%252BD-logo.png" border="0" /></a>DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-40230535694080329242012-01-14T18:02:00.000-08:002012-02-01T12:29:40.881-08:00This Is Service Design Thinking: Deconstructing a Textbook<div dir="ltr" style="text-align: left;" trbidi="on">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh5NMrRNpf7NP_ibqPU3qlv0eHXXT3JmcaIWDY47kChLipJfdgOMInkty129SC_tWZXtSi_ai5K5sAUYKsOH5SCb0YTZrocOlYF1uCDdhrj74d2BOzt9WrnekoBxiupGutfNAWlj2b4npo/s1600/This+Is.bmp"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5703960165834948018" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh5NMrRNpf7NP_ibqPU3qlv0eHXXT3JmcaIWDY47kChLipJfdgOMInkty129SC_tWZXtSi_ai5K5sAUYKsOH5SCb0YTZrocOlYF1uCDdhrj74d2BOzt9WrnekoBxiupGutfNAWlj2b4npo/s320/This+Is.bmp" style="cursor: hand; float: left; height: 132px; margin: 0px 10px 10px 0px; width: 101px;" /></a> I recently completed reading, and this is <b>Service Design</b> Thinking and had pleasure of meeting one of the editors Marc Stickdorn at the Service Design Network Conference'11 (he was also a presenter at the conference). We talked about the use of theatre in the field of service design . With chapter sections titled "What If..?" and "Service Staging" Marc's book explores the use of and place for theatre in this new field of service design.<br />
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Here is a very comprehensive review of the book we found. This book is a must read for anyone interested in service design.<br />
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<strong><br />“This Is Service Design Thinking</strong>… is likely to become the quintessential service design textbook for students, educators, and professionals alike.”If you’re like me, you have a mini-library of those user experience books that are most meaningful to you. No, not the ones hidden away on your eReader, reminding you of their presence only when you see their titles on the screen. Rather, I’m referring to those tangible books, sitting on your office bookshelf or on a side table at home. Perhaps some remind you of the time when you first entered the field of user experience, wanting to absorb everything about the topic. Or maybe everyone raves about a book as being seminal to the user experience discipline, but you keep the fact that you’ve never read it a secret. Regardless of why you have them, where they live, or how much you recall of their content, these books are important to who you are as a UX professional.<br />
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I’ve recently finished reading what is now the latest addition to my own professional mini-library: This Is Service Design Thinking, by Marc Stickdorn, Jakob Schneider, and numerous collaborators and co-authors. This book is likely to become the quintessential service design textbook for students, educators, and professionals alike. In this column, I’ll share highlights from the book, along with some of my own interpretations, and tell you why you should add this book to your own personal collection.<br />
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<strong>Defining Service Design:</strong> Establishing a 5-Principle Framework“Service design truly is an amalgamation of disciplines, including product design, graphic design, operations management, and, of course, interaction design.”The authors of This Is Service Design Thinking refreshingly call attention to the fact that no concrete definition of service design exists. Instead of attempting to summarize service design in a neat, mission-statement-like paragraph, Stickdorn and Schneider show how service design truly is an amalgamation of disciplines, including product design, graphic design, operations management, and, of course, interaction design. Service design does not pretend to be the new kid on the block—different from everything that’s come before. On the contrary, service design relies on various existing methods, tools, deliverables, and processes, as well as the expertise of many in these interdisciplinary fields to do it right.<br />
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What the authors do provide is a list of the basic principles of service design—as a framework for working in service design. This is where synergies and opportunities for the user experience and interaction design disciplines become apparent.<br />
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Services should be user centered. They should be “experienced through the customer’s eyes.” Unquestionably, this first principle is where UX professionals can influence the field of service design the most. Considering the customer is fundamental to any work we do. However, I see placing the emphasis on being simply user centered rather than people centered as a missed opportunity. As the authors’ second principle explains, service design is co-creative—that is, “all stakeholders should be included in the service design process.” It’s critical to consider all constituents who are part of a service—including managers, back-office employees, front-office employees, designers, and programmers—and design interactions through their interactive and participatory engagement in the process. Therefore, implying that the customer is at the center of the experience may put unequal weight on their needs during design, when we should consider everyone’s needs equally.<br />
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“Services should be user centered. … This first principle is where UX professionals can influence the field of service design the most. Considering the customer is fundamental to any work we do.”Sequencing is the visualization of a service “as a sequence of interrelated actions” and documenting the individual process steps and touchpoints that comprise a service experience. Evidencing is the visualization of “intangible services … in terms of physical artifacts.” Evidencing makes visible to customers the elements of a service that help them to proceed optimally through the service experience, appreciate the intricacies of the service and exhibit loyalty. The authors use the example of the folded toilet paper in hotel rooms as an example of subtle, but effective evidencing of a hotel’s housekeeping service.<br />
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Experience design professionals often integrate sequencing and evidencing into their work. For example, creating user scenarios and flow diagrams for the experience of interacting with a mobile application is a form of sequencing. Making behind-the-scenes processes visible—like the wait time for loading a video—is an example of evidencing. However, as much as experience design aspires to be all inclusive, it often focuses solely on the digital world, so its opportunity for impact becomes stifled.<br />
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This is where the fifth principle of service design becomes most relevant: service design is holistic and “the entire environment of a service should be considered.” As the authors advise: “Genuinely working in a holistic way is an illusion, it is simply impossible to consider every single aspect of a service. However, the intention should always be to see the wider context in which a service process takes place.” They continue by explaining that “the system design of an organization, its inherent culture, values and norms as well as its organizational structure and processes are important issues for the design of services … [and] can help promote a service mindset within the organization and to articulate the importance of employee and customer motivation.”<br />
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As an advocate for simplicity, I’d like to further coalesce the five principles of service design that the book presents. Service design places importance on<br />
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people—both customers and service providers<br />
participatory, ethnographic processes and approaches<br />
tangible, visualized design artifacts<br />
The remainder of This Is Service Design Thinking covers the following topics in discreet sections:<br />
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<strong>Who are service designers?</strong><b>What is the process that service designers follow?</b><br />
<b>What are examples of tangible deliverables, tools, and case studies that result from the service design process?</b><br />
<b>Who Are Service Designers? </b>“Professionals leverage their own unique discipline to provide the necessary perspective to address a service-related problem….”In their book, the authors leverage articles that subject-matter experts from seven different disciplines have written: product, graphic, interaction, and social design; strategic and operations management; and design ethnography. And they admit that their list of disciplines is not exhaustive. Each article details a point of view (POV) or case study that illustrates how a discipline contributes to service design. The phrase contributing to is critical; people in these diverse disciplines do not claim that they should necessarily own the full set of processes, activities, and deliverables of service design. Rather, these professionals leverage their own unique discipline to provide the necessary perspective to address a service-related problem at hand. For example, graphic designers may develop an intuitive wayfinding and signage system to support visitor navigation at a trade fair, or product designers may work with an elevator company on concepts to help improve the efficiency and flow of people in a shopping mall.<br />
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<strong>Future Service Designers</strong>“Service design is in its infancy as a discreet discipline, and applications of it beyond academia are only beginning to surface.”While service designers can impact services from a bottom-up, contributory perspective, the unfortunate truth is that impacting services from the perspective of top-down accountability in an organization—whether strategically or operationally—won’t be easy.<br />
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As the authors write, “So why is it that … bad service is still around us? Let’s face it, managers and not necessarily service designers usually make decisions about the level of investment in service concepts…. The ‘production line approach to services’ identified in 1972 still represents the ‘ideal’ service design, whether fast food, customer service in a call centre, or surgical operations. In the abstract view, a service is a machine, which can be reduced to systems, machines and employees and customers that can be treated ‘as if’ they were machines too.”<br />
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After reading This Is Service Design Thinking, I believe an important question to explore is: Who will own service design in the future? Service design is in its infancy as a discreet discipline, and applications of it beyond academia are only beginning to surface. As service design becomes a more formal, applied discipline, the necessary skills service designers must have to own—and not just contribute to—service design include being a generalist, with sufficient appreciation of the diverse disciplines that are necessary for service-design success to know how and when solving a problem requires their expertise<br />
enough business acumen to understand and influence strategic and operations managers regarding the importance of designing the service experience—and achieving the aforementioned holistic goals<br />
exemplary interpersonal, communication, facilitation, and management skills<br />
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<strong>The Service Design Process and Tools </strong>“The service design process … is …meant to provide an overall framework within which service designers can work, but allow significant flexibility for iterative problem solving and the creation of multiple design concepts.”Using the words process and tools may imply some rigidity in the approach service designers use in their work. On the contrary, the service design process that the authors outline is high level and fluid by design—and meant to provide an overall framework within which service designers can work, but allow significant flexibility for iterative problem solving and the creation of multiple design concepts. Using tools to define a service design solution quickly and obtain an answer is less important than choosing a process that allows rigorous and validated exploration. The questions are what is key.<br />
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<strong>Stage 1: Exploration </strong>The first phase in a service design project involves understanding the culture and organization from the perspective of the customer, identifying the real design problem at hand through various tools and ethnographic approaches, then visualizing your findings and making service issues and opportunities real and tangible, so you can tackle them.<br />
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<strong>Stage 2: Creation </strong>After problem definition and insight gathering, the creation phase begins with service ideation and concept generation. As the authors humorously describe, service designers love their Post-it notes, primarily because of how they allow iterative, quick thought processes to flow. The creation phase is when you want to be exploring as many potential mistakes as possible rather than trying to avoid them. And you want to involve all groups of people who are part of the service experience in the creation process, including customers, stakeholders, and employees.<br />
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<strong>Stage 3: Reflection </strong>“What’s challenging about service design—as opposed to digital or product design, for example—is prototyping a service experience and all of its nuances effectively.”During the reflection stage, you evolve your visualized concepts from the creation phase, in the form of prototypes, and test them. What’s challenging about service design—as opposed to digital or product design, for example—is prototyping a service experience and all of its nuances effectively. For example, imagine trying to prototype the service interactions of a pharmacy experience, ensuring that you include all of the elements that are critical to effective service design. Merely providing customers and employees with a brief concept description or storyboard simply won’t do the whole service justice. Instead, service designers use practices and artifacts from the theater—scripts, role-playing, props, scenery—to create as realistic a service design prototype as possible.<br />
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<strong>Stage 4: Implementation </strong>Implementation in service design is less about building an application and more about the change management that is necessary for people to effectively introduce and operationalize a redesigned service. The keys to effective service change management are having included the same people throughout all of the earlier stages socializing the various service design deliverable and artifacts that help communicate the elements of the new service.<br />
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Tool Highlights“While many [service design] tools are very similar to those UX professionals use to garner insights about a target audience and enable them to begin requirements definition, … they are broader in perspective and scope.”If you were to purchase This Is Service Design Thinking for no other reason, the crowdsourced and exhaustive set of service design tools it offers may be value enough. While many of these tools are very similar to those UX professionals use to garner insights about a target audience and enable them to begin requirements definition—such as personas, customer journey maps, contextual interviews, shadowing, and scenarios—they are broader in perspective and scope.<br />
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For example, during service safaris, a researcher essentially does an expert review of the service experience from the perspective of the customer, not unlike using heuristics to walk through a digital experience. The difference is that the digital experience would be just one component of an overall service experience that includes broader interactions with other service elements such as front-office staff and other customers. Similarly, customer journey maps assume cross-channel touchpoints rather a single channel experience—for example, a digital experience.<br />
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Service staging and service role-playing employ theatrical techniques to physically act out the service experience and find opportunities to improve it. Encouraging employees to play the role of the customer and vice versa can elicit the softer, emotional insights to which it’s important that you be sensitive as you’re designing services—for example, customers’ impatience during wait times or indecision over their menu selections. Applying these methods to an experience design project could help your stakeholders to be more empathetic to the target audience, leading to more complete adoption of your design recommendations.<br />
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<strong>How Is Service Design Really Different From Experience Design? “</strong>How service designers execute these principles and methods and the breadth of their potential scope and impact differentiates service design from experience design.”One could argue that experience designers follow the principles of service design—and use its processes and tools as well. If, as a designer, you do, and you’re achieving organizational and customer impact across all touchpoints, it doesn’t matter whether you call yourself an experience designer or a service designer—as long as that impact occurs. After all, service design has its roots in user experience and interaction design, among other disciplines.<br />
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But how service designers execute these principles and methods and the breadth of their potential scope and impact differentiates service design from experience design. Simply giving the business and technology teams an opportunity to provide feedback on your designs is not co-creation, and doing just digital design is not experience design. Moreover, the service design approach is likely to be more successful in achieving holistic impact within organizations because of its emphasis on co-creation and focusing on employees, stakeholders, and service providers as much as on the user or customer.<br />
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Parting Thoughts“The meaning of This Is Service Design Thinking extends beyond its covers and the ideas of its co-authors.”Through the lens of This Is Service Design Thinking, I’ve taken the opportunity to dive deeper into service design as a field. This book will likely become the go-to resource for educators, students, and professionals. Although I hope I’ve done its content justice, I’ve not yet spoken about the book itself as a manifestation of a service. The authors followed a co-creation process involving contributors, teachers, students, designers, and readers in its design. From evaluating good and bad textbook designs to crowdsourcing content to soliciting in-progress feedback on the book’s design, the meaning of This Is Service Design Thinking extends beyond its covers and the ideas of its co-authors. Much post-publication discussion, critique, and ongoing feedback continue. Similarly, I welcome future discussion about this column, to continue co-creating what service design means and exploring its synergies with experience design.<br />
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<a href="http://ddplusd.com/" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;" target="_blank"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5703957542055827266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgos_YgL2S4TlKlZ1KE_Y7WnS38CzUjgs3aEeUwVA5c4dGmR-Kb6QR1qWEkl99maNiI0osBYcx4XSJan7C09oqBXElUAJCoWQMVyTUT6SbDG0ZXDDuw5ddZBF9IDSkLKk1cCRu2GmnHXqI/s320/DD%252BD-logo.png" style="float: left; height: 104px; margin-bottom: 10px; margin-left: 0px; margin-right: 10px; margin-top: 0px; width: 165px;" /></a><i>By Laura Keller<br />Published: September 19, 2011</i> </div>DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-91483156211962621272011-12-27T12:05:00.000-08:002012-01-05T13:15:56.211-08:00DD+D 2012 News<div dir="ltr" style="text-align: left;" trbidi="on">
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DD+D will be coordinating the <a href="http://chicagoservicejam.org/">Chicago Service Jam </a>again this year as part of the <a href="http://globalservicejam.org/">Global Service Jam</a>. The Jam will be Friday , February 24th. - Sunday February 26th.2012. Please contact us if you're interested in volunteering, sponsoring or participating.</div>
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DD+D will be launching our new <b>DDplusD </b>site soon please stay tuned!</div>
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DD+D is working with others to start the Chicago chapter of the <a href="http://www.service-design-network.org/">Service Design Network</a>.<br />
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And, our client partners, so far, next year range from Universities to Quick Service Restaurants. </div>
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<b>Happy New Year!</b><br />
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</div>DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-38123684519925757972011-11-17T16:45:00.000-08:002011-11-18T06:43:29.985-08:00DD+D's Services<div dir="ltr" style="TEXT-ALIGN: left" trbidi="on"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZ-IsLDfZWXEpqpGAHrKt4in-vAj8MbXyaZzxA1bzTZFiVgYoOEMg1b7Dh58GnhCNiET5fcFnF0umMAUt2kx8n8M2f8Tk2jdvixgnNxgRNT7jSkQGdVE617-l96teJoYzVW-O8ZcRjqyg/s1600/5521557850_6cee401dfd.jpg"><img id="BLOGGER_PHOTO_ID_5676133634056923634" style="FLOAT: left; MARGIN: 0px 10px 10px 0px; WIDTH: 320px; CURSOR: hand; HEIGHT: 240px" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZ-IsLDfZWXEpqpGAHrKt4in-vAj8MbXyaZzxA1bzTZFiVgYoOEMg1b7Dh58GnhCNiET5fcFnF0umMAUt2kx8n8M2f8Tk2jdvixgnNxgRNT7jSkQGdVE617-l96teJoYzVW-O8ZcRjqyg/s320/5521557850_6cee401dfd.jpg" border="0" /></a><br /><b>DD+D: a theatre-based<br />design consulting firm</b></div><br /><div dir="ltr" style="TEXT-ALIGN: left" trbidi="on">DD+D leverages theatre techniques and acting methodology to help designers empathize with users and produce better results for their clients, as well as to communicate and collaborate around design solutions. Theatre is a fun, informative, and effective way to work out ideas, visualize concepts, and communicate solutions. It allows teams to empathize, by stepping into the shoes of users. It can reveal how people interact with services, products, and each other on a physical, emotional and intuitive level.<br /><br /><b>How can we help?</b><br />DD+D offers theatre-based workshops customized for each stage of the design process and tuned to the specific needs of designers, design teams and their clients.<br /><br /><b>1. Self</b><br />Supporting the exploration of the designer’s beliefs<br />- Design Empathy<br /><br /><b>2. Others </b><br />Helping to engage with and communicate design research.<br />- Personas<br /><br /><b>3. Discover</b><br />Supporting testing and evaluating of new ideas.<br />- Bodystorming / Design Improv<br /><br /><b>4. Develop</b><br />Supporting testing of existing concepts and services.<br />- Performance Testing<br />- Making Products Considerate<br /><br /><b>1. Self</b><br /><b>Workshop: Design Empathy</b><br />The design process starts with the designer. The Design Empathy workshop helps designers acknowledge their biases and challenge their assumptions. Understanding these potential blocks will help you to connect with your customers, team members and stakeholders. Learn how actors, the world's greatest empaths, use acting methodology to understand Self before stepping into the shoes of Others.<br /><br /><i>“The workshop illuminated a critical part of the design process-the idea of empathy, inclusion, and connection. These concepts are crucial and complex and are often unarticulated. Today's session successfully got us thinking about connection and social dynamics in the way we work in our studio and in communities." Studio Leader, Design for America </i><br /><br /><b>2. Others<br />Workshop: Personas</b><br />Reconnect research to personas. We take two-dimensional representations of customers and bring them to life. Participants learn to use acting techniques to connect to the hidden needs, motivations, and goals of users. Make data memorable.<br /><br /><i>“I tend to be skeptical about ‘exercises’ like this, but I think it’s a great way to get a team reconnected with personas they've been using over time. Also a great way to onboard new team members to existing personas. And for promoting adoption to other teams within an organization." Designer, UXMasterclass Conference</i><br /><br /><b>3. Discovery<br />Workshop: Bodystorming/ Design Improv </b><br />This session uses a method of problem identification and solving to translate ideas and opportunities into physical experiences explored through improvisation and role-play. Bodystorming uses a design brief, props and simple costumes to give a sense of place. The process is designed to uncover how relationships between people, locations, and things affect ideas in ways that brainstorming alone cannot.<br />Rapid prototyping at its best!<br /><br /><i>“I was a participant in Bodystorming a few weeks ago, and I found it to be the ‘best’ medium for developing a ‘design’ concept within a very short period of time. It is an invaluable tool for educators as well as multi-level teams of ‘any’ discipline, to offer lessons in team building and collaboration. Without having any preconceived ideas of what we wanted to achieve, my team developed a conceptual design for an eye-care kiosk within ‘16 minutes’ - while standing.”Designer, Sears UX</i><br /><br /><b>4. Develop<br />Workshop: Performance Testing</b><br />This session is similar to a theatre rehearsal. Using an existing scenario this session tests how users interact with low and high fidelity products or services. Designers act out scenes based on user’s problems identified during the research phase to step into the shoes of the user in the context of a particular touch point or day-in-the-life. Participants learn how to use their embodied insights to create rich contextual scenarios.<br /><br /><i>"Forcing us to step into the simulation of our project showed some of inefficiencies in our designs." Designer, Design for America</i><br /><br /><b>Making Products Considerate</b><br /><br />This workshop encourages designers to think differently about the products they design. Designers play the role of the product as they interact with users to understand what users want from an experience with a product. Participants explore creating products that are deferential, forthcoming, and perceptive. Learn to design good product behavior.<br /><br /><i>“It gave the team time to consider situations that may come up. Usually these situations are considered after the fact= design rework. The session forces us to not just walk through the steps as product developers but instead think of products as people with their own expectations and emotions. “<br />Product designer, global quick service restaurant </i><br /><br /><b>Who We Are:</b><br />DD+D Team Members, led by Byron Stewart, bring expertise in: UX, interaction, product, and service design, ergonomics, HCI, and business. Theatre, improv, storytelling, facilitating, directing, acting.<br /><br /><br /><b>Byron Stewart Design Lead, DD+D</b><br />is an actor, director, consultant, facilitator, and presenter, and is owner of Dramatic Diversity/DD+D. For the past ten years, Dramatic Diversity has provided theatre-based corporate training and diversity & inclusion consultation to clients including BP/Amoco, Hewitt & Associates, Motorola, Northern Trust Bank, Brookfield Zoo, Ohio State University, and PepsiCo. Byron has also applied theatre-based techniques to the design field facilitating persona/scenario, performance testing, and design empathy workshops for Critical Mass, RTC, IIT’s Institute of Design, DePaul University, Columbia College and for Northwestern University’s Design for America Fellows. Byron has facilitated bodystorming sessions for Sears and Walgreens, and is a local leader and presenter for Chicago’s Interaction Design Association. Byron was service design consultant on the development and launch of a new diabetes class for University of Chicago and coordinator of the Chicago Service Jam. Articles on Byron’s workshops have been featured in the UXmatters and Experience Matters online magazines. He received his BFA degree from Howard University.<br /><br /><b>Conferences:</b><br />Design Research Conference “Design Improv” workshop, IIT/Institute of Design, Chicago, IL. Oct. 2011<br /><br />Service Design Network’s Global Conf. “McDonald’s + Service Experience + Jam' Palace Hotel, San Francisco, CA. Oct. 2011<br /><br />UXMasterclass Conference, “Using Theatre Techniques to Write Effective Personas” Field Museum Chicago, IL. Sept. 2011<br /><br />DePaul University Continuing and Professional Education, with Millennia Consulting, “Bodystorming: Improv + Inclusion + Innovation” DePaul University, June, 2011<br /><br /><b>Contact us:</b><br />Byron Stewart, DD+D (773) 271 - 6054<br />byron@dramaticdiversity.com<br />www.projectbodystorming.blogspot.com<br /><br /><b>Please click <a href="http://www.dramaticdiversity.com/images/DD+D%20Services%20Brochure.pdf" target="_blank">here</a> for a complete downloadable version of our brochure !</b><br /><br /><br /></div><br /><div class="separator" dir="ltr" style="CLEAR: both; TEXT-ALIGN: center" trbidi="on"><a style="CLEAR: right; FLOAT: right; MARGIN-BOTTOM: 1em; MARGIN-LEFT: 1em" href="http://www.dramaticdiversity.com/index.php" target="parent" imageanchor="1"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiby5hJyzw_96XxwBGGz7cTUGaO_aKZmBrHIcNdUIWTy5EwMu2s-e177WPx9xGO7XFbon1NHkv7tjIDa2Vaa0DNjQMLauALoLwsT_skXU7sHeDuvizUkNdLOUcryhZk2gUWFmsxhTEz-Yo/s1600/DD%252BD-logo.png" border="0" /></a></div><br /><div dir="ltr" style="TEXT-ALIGN: left" trbidi="on"><br /></div>DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-47069872680806058192011-10-25T16:49:00.000-07:002011-11-17T20:44:10.077-08:00Design Research Conference + Design Improv<div dir="ltr" style="text-align: left;" trbidi="on">
<a href="http://drc.id.iit.edu/?p=248" target="blank"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5667583805147540514" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjW0cjg9YFdJOfgK_VO_tpu4I2xoZ0qMa9x8VEDK6BATFUmJFXXDzltoAeKinq23ZjAk-e4-rXKnvKUDaHDAzfvAyOWy8wLxsQT_cv8vPBSCdmO83binHmFqTB2EOpiFTVhiRdetg2n4Pk/s320/DRC+%252711.jpg" style="float: left; height: 115px; margin: 0px 10px 10px 0px; width: 128px;" /></a> <br />
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Byron and Raph presented, "<b>Design Improv</b>", a four hour interactive workshop for IIT/Institute of Design's Design Research Conference.</div>
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<b>The Conference:</b></div>
For nine years running, DRC has brought together leading thinkers, exceptional practitioners, and seasoned executives. This year’s conference will set the spotlight on exciting changes driven by emerging technologies and the new position of design research within the business world. Please join us for two days of cutting-edge ideas, fresh work, and new business connections.<br />
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<b>The Workshop:<br />
</b><a href="http://drc.id.iit.edu/?p=248" target="blank" text-decoration="underline">Design Improv</a> with Raphael D’Amico and Byron Stewart<br />
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As design researchers we strive for empathy with our users but often find it difficult to fully close the gap. What if we could step into their shoes? Design Improv brings research to life by drawing on the unique techniques that actors and improvisers use to create believable characters and scenes. Workshop participants will learn how this approach can help prototype, build empathy, and reveal how people interact with products, services, and each other. Come ready to play!</div>
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<a href="http://www.dramaticdiversity.com/" target="_blank"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5626596883913427106" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFH2SWmXc29rDQWdDJ41G2A8LQO2w9PkjDPv2ynlld_7p6rWtm8EjbtaQbFj97NqeTWOTSGDQxLgLiNONylOzrRL3Q9vOZ5eyvDwyp0Whlf9MSE2NBzP1iW79Dlxli5fUyjIqT-ZAUs_4/s320/DD%252BD-logo.png" style="float: right; height: 104px; margin: 0px 10px 10px 0px; width: 165px;" /></a></div>
</div>DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com0tag:blogger.com,1999:blog-8157087139633093690.post-36255697951562644132011-10-13T10:30:00.000-07:002012-01-05T13:08:21.364-08:00Service Design Network Conference + DD+D<div dir="ltr" style="text-align: left;" trbidi="on">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjDkVDJLpJebXlJ5pfxbpujc2EmVVEHLsLrj181IVFYJQV9XIHII5eLeE9JpJSybWi0I34lWYhCl4KT_IV6zcrQMjQlMFstLP_k8ess6974jZDOnly2QSRK68f_DCJ4uJ7SqrLOVRF3x3U/s1600/SDN+4_s.jpg"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5676145706034484578" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjDkVDJLpJebXlJ5pfxbpujc2EmVVEHLsLrj181IVFYJQV9XIHII5eLeE9JpJSybWi0I34lWYhCl4KT_IV6zcrQMjQlMFstLP_k8ess6974jZDOnly2QSRK68f_DCJ4uJ7SqrLOVRF3x3U/s320/SDN+4_s.jpg" style="cursor: hand; float: left; height: 127px; margin: 0px 10px 10px 0px; width: 113px;" /></a><br />
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DD+D will be presenting with new client partner, McDonald's at this year's <a href="http://www.service-design-network.org/">Service Design Network </a>Conference Oct. 20-21 in San Fransisco.<br />
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<a href="http://service-design-network.org/conference2011/category/1about/1conference"><b>Service Design Global Conference</b></a><br />
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The 4th annual Service Design Conference crosses the Atlantic this year to San Francisco where we will meet to develop and strengthen the knowledge and expertise in the business, science and practice of the innovation and improvement of services. This global gathering will be an invaluable opportunity to meet your peers, expand your network and hear from those operating at the very heart of service design.<br />
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Right from our first conference in Amsterdam in 2008; new thinking has been debated, methods shared, great ideas and strategies developed and stories have been told. Invaluable connections have been forged between individuals, groups and organizations to help design and build internal capacity and teams, create new management capabilities, all ultimately generating value for service organizations and users alike.<br />
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So if the design and provision of services is on your agenda; whether you’re a practitioner, whether you’re in the business of managing and delivering services or you’re if studying, this conference is for you.<br />
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<b>This year’s theme of the conference:</b><br />
At this year’s conference we’ll be exploring what happens when service design meets business. We’ll look at how, where and when our two broad professions work together to generate value, what we can learn from each other and ask what the future of this relationship might be. The theme is:<br />
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<b>“From sketchbook to spreadsheet”</b><br />
We’re particularly interested in understanding the impact that service design is now making to organisations’ bottom lines and in hearing where the compelling stories of designing business strategies, monetising service propositions and cultural change are.<br />
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We will also be maintaining our focus on the practice and business of service design itself; new tools and methods yes, but also how to buy and sell service design, and what the design community can learn from business and vice-versa.<br />
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<b>DD+D's <a href="http://service-design-network.org/conference2011/category/4speakers/page/42">Byron Stewart</a>,and McDonald's <a href="http://service-design-network.org/conference2011/4speakers/page/28">Jeff Pollard </a>will present:<br /><br />McDonald's+Service Experience+Jam</b><br />
McDonald’s Chief Restaurant Officer has a favorite saying, “It’s not real until it’s real in the restaurant.” The path to making service experience real at McDonald’s has had many twists and turns and is still in its early days as a formal practice. We’re excited to share how service culture has been cultivated over the years at McDonald’s and how we’ve employed tools from the disciplines of theater and design and are collaborating with innovators in the service design community to have a positive impact on our business. And it wouldn’t be “real” if we didn’t have an embodied employee persona performance thrown in for good measure!<br />
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I attended Adam Lawrence's workshop at the conference.<br />
Adam is the owner of Work Play Experience in Germany.</div>
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And also works in the area of theatre + design.<br />
Here is a clip from the <a href="http://youtu.be/Z6nRO2rKrw0">workshop</a>.<br />
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<a href="http://www.service-design-network.org/" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;" target="_blank"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5663036065815707362" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjoBKUFJxYHW4_N4lcQoJBelSozCyA6glImbk5iRyri-rfNnw9_WQtlrAiDWHU2W-u8_RT7qfaFzaOjogIMQ_FyTzwu3Hq_w1ApGN0ENuAuu_Wa0eAFTl9nf9FOBoV8vtjoxmu2VqVoF-o/s320/SDN.jpg" style="float: left; height: 95px; margin: 0px 10px 10px 0px; width: 99px;" /></a><a href="http://www.dramaticdiversity.com/" target="_blank"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5626596883913427106" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFH2SWmXc29rDQWdDJ41G2A8LQO2w9PkjDPv2ynlld_7p6rWtm8EjbtaQbFj97NqeTWOTSGDQxLgLiNONylOzrRL3Q9vOZ5eyvDwyp0Whlf9MSE2NBzP1iW79Dlxli5fUyjIqT-ZAUs_4/s320/DD%252BD-logo.png" style="float: right; height: 104px; margin: 0px 10px 10px 0px; width: 165px;" /></a></div>
</div>DD+Dhttp://www.blogger.com/profile/12330389811669804216noreply@blogger.com1